Comprehensive case studies
Each case study gives your students a behind-the-scenes look at a social media strategy, including a brand story, instructor guide, and a set of turnkey lecture slides to spark classroom discussion.
Influencer Marketing Case Study
From Cravings to Campaigns: How Food Influencer Laura from Buns and Bites Built a Flavorful Brand
Students analyze transparency in influencer marketing and identify key social media metrics to evaluate influencer marketing success. This case study highlights personal branding, value alignment, brand voice, and audience. Final deliverables ask students to analyze influencer profiles, critique brand partnerships, write a creative brief, evaluate social media metrics, and create their own mini influencer campaign.
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Explore the learning objectives
Evaluate the ethical responsibilities of influencers in building consumer trust
Analyze the role of transparency in influencer marketing
Identify key social media metrics to evaluate influencer marketing success
Apply influencer marketing strategies to real-world brand collaboration scenarios
Critique real-world influencer content for authenticity and engagement
Compare micro-influencer and macro-influencer strategies
Design an influencer marketing campaign proposal for a real-world influencer
Create a mini influencer campaign aligned to brand voice and audience
Brand Analysis & Strategy Case Study
Build a Character, Not a Brand: How Leading Brands Humanized Marketing for Gen Z
Students explore how character-based content drives engagement, apply the 12 Brand Archetypes to real-world brands, and develop a character-driven social media strategy. This case study presents eight assignment deliverables, including a challenge to manage a character-related crisis.
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Explore the learning objectives
Analyze how character-based content drives brand engagement on social media
Identify and describe the target markets for State Farm and Duolingo
Compare tone, platform strategy, and voice between two brand mascots
Apply the 12 Brand Archetypes to brand characters
Explain the role of parasocial relationships in building audience loyalty
Evaluate the risks and rewards of humor and edginess in brand content
Develop a character-driven social strategy for a new or “boring” brand
Craft in-character responses to social media crises or controversies
About the author
Michelle Charello, MBA
Michelle Charello is the vice president of marketing at an Energy-as-a-Service company, where she leads strategies that drive large-scale energy transformation. She brings over a decade of experience from a Fortune 500 company, with a track record in global marketing, executive social media, and online education programs that have attracted hundreds of thousands of users. Michelle has also taught digital marketing at Bryant University and holds an MBA from Texas A&M University and a BS from Bryant University.
Social Media Planning Case Study
Sombra Lounge: Scaling a Restaurant Through Social Media
Students analyze how strategic social media and influencer marketing can shape a small business' identity. Students take a magnifying glass to neighborhood restaurant Sombra to research a target market, develop a social media marketing and influencer strategy plan, and evaluate key performance metrics.
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Explore the learning objectives
Analyze how strategic social media and influencer marketing can build a restaurant’s identity
Develop a social media marketing plan aligned to seasonal business objectives
Evaluate key performance metrics and customer persona development
Propose influencer strategies and digital campaign ideas